You and two friends have spent the last three hours climbing up the edge of a giant pizza crust. Finally reaching the top, you look out over the vast plain of pepperoni and green peppers. The aroma causes you to lose your balance and tumble down into a pool of warm, tangy tomato sauce. Etcetera.

Radio’s greatest asset is its ability to stimulate people’s imaginations. Taken quite literally, it causes images to form in a listener’s mind.

The reason that’s such a strength is this: the images formed in a listener’s mind come from that listener’s life experience. If you use the imaginative power of radio, you’ve welded your brand into thousands of minds in a very personal way. You’ve combined your brand with their life experience. And those imaginative pictures stay with people